Summary of this article
Secondary Asian cities attract travellers seeking authentic affordable experiences.
Government policies and improved connectivity boost regional tourism demand.
Digital tools and AI ease trip planning to emerging destinations.
In 2026, travel patterns will visibly be moving towards smaller, less-recognised destinations rather than traditional ones. According to the Agoda 2026 Travel Outlook Report, searches for accommodations in the last couple of years for secondary cities are up 15 per cent compared to those in major hubs.
Regional towns across Japan, Indonesia, Thailand, Malaysia, and India are seeing rapid interest fuelled by much lower travel costs, government initiatives, greater connectivity, and a higher urge to experience culture and tradition among travellers. This trend is shaped by factors such as who's travelling, where they're travelling to, and how digital travel platforms make it easier for travellers to discover and book accommodations in these cities.
Growing Demand for Authentic, Affordable Experiences
What travellers are looking for in their next vacation spot is affordability and a desire to experience more cultural depth. In its survey, Agoda study showed that 43 per cent of respondents travel to secondary destinations because of their lower prices. Meanwhile, travellers are increasingly interested in unique local culture, outdoor activities, and authentic cuisines-all making the secondary cities stand out, especially for tourists on a tight budget who opt for meaningful trips without premium prices in major cities.
Search data from the platform reveals strong spikes of interest in a number of secondary destinations. Japan’s Takamatsu, Matsuyama, Sendai, Okinawa, and Sapporo have recorded growth between 26 per cent and 63 per cent. In Indonesia, the growth of searches in secondary cities in 2025 rose 57 per cent to outstrip those of primary cities. Riau Islands have emerged as a shining example, with domestic travel growing by 35 per cent and international searches leaping by 13 per cent over the success of a cultural event on social media.
Governments' Initiatives Boost Regional Tourism
Subsequently, government initiatives support this rise to prominence, promoting regional destinations and spreading tourism benefits beyond overcrowded hubs. For example, Thailand's "Grand Discovery Thailand" calls for travel beyond Bangkok and Phuket. Indonesia's "Tourism 5.0" envisions building five major secondary tourism centres. Malaysia is preparing several emerging cities for Visit Malaysia 2026, as Japan maintains its support of regional tourism through targeted marketing campaigns.
Similarly, the UDAN (Ude Desh ka Aam Nagrik) scheme of the Government of India increases regional air connectivity, bringing small cities within easy reach of the traveller. This transportation push is helping travellers look beyond traditional hotspots to reach lesser-known regions without hassle.
Accessibility and Reduced Travel Friction
Of all factors impacting the choice of a travel destination, visa requirements remain one of the most influential. As per the report, many travellers indicated that they would travel to new destinations more frequently if visa requirements were relaxed.
According to the report, 61 per cent would consider going to new destinations if visa restrictions were removed. Emerging countries to benefit from this the most are the Philippines, Indonesia, and India, where over 80 per cent showed travellers' heightened willingness to explore new places if the restrictions were lifted.
Air travel is also getting smoother. In 2026, for instance, 615 new aircraft will join the fleets of Asia Pacific airlines to support more routes and cheaper fares. Many secondary cities are easier to reach now than they were even a few years ago, with more direct flights and stronger regional connectivity.
Digital payments further facilitate cross-border travel: the expansion of regional QR-based payment systems and instant transfer networks enables travellers to use their local banking apps abroad. This particularly improves the experience of visiting smaller cities, where global card acceptance is sometimes limited.
A Shift In Traveller Motivations
The way travellers explore destinations is changing. Culinary experiences, cultural immersion, and event-based travel are increasingly driving backpackers to flock to new destinations. Food tourism has seen a sharp rise, especially in the food markets in Taiwan, Vietnam, and South Korea, which have gained huge traction.
Events, from concerts to festivals, remain powerful drivers of travel. For example, Lady Gaga's 2025 Singapore concert saw accommodation searches jump by 358 per cent. Trips to film locations and TV sets are particularly popular in countries such as Vietnam, Korea, and Thailand.
AI as a Trip Planner. The report said 63 per cent of Asians have become more likely to use AI to plan their next trip, which commonly includes suggesting attractions, creating personalised itineraries, and helping with translations. Confidence in AI is growing; some of the countries that top the list in using AI for trip planning are the Philippines, Taiwan, and India.
Online travel sites now use AI that can parse millions of points of data daily. They suggest the traveller new places, enable comparisons of prices, and allow consumers to choose accommodation that best fits their needs. This is particularly relevant in secondary cities where information may be hard to obtain offline. The digitisation efforts also make the rural and regional accommodation supply available online.
Next Wave of Travel Growth
Travel habits are rapidly shifting in Asia. On one hand, domestic travel is growing, and micro-travel is taking off, too, with people tending to make more frequent, yet shorter, trips. At the same time, they are in pursuit of good value, cultural depth, and new experiences. Against this backdrop, secondary cities are emerging as the next big travel drivers of the region.
